Throughout our lifestyles we will find that classic styles make there way back around into mainstream fashion. If you are old enough you may find yourself looking at new collections and going ‘that’s back?’ but you will find that they will have a modern twist on them.
The market is ever changing. The classic two-tone varsity jacket you have from the good old days may now be a staple item in someone’s current wardrobe but with a few modern twists. Or you may recognize a pair of flared trousers that were your favourite when you were younger but now they seem to be stacked. The modern element to classic looks has revived older styes and put a new generations mark on them.
Keeping up with the changing Market
The fashion industry is constantly adapting to new trends. From small fast fashion short lived trends to styles that last for years on end. Staying relevant within such a fast-paced market can be rather difficult.
When a classic item is reintroduced into the market, brands pick it up and put their modern and personal twists on them. It is one of the only ways to gravitate the product to a generation that has never presented with it. The 90’s at the moment are seeing a lot of revival ad gen Z are favouring the looks and millennials are living their youth again through the reintroduced 90s style. They bring a new look with an element of nostalgia which at this point in time, many people are craving.
When it comes to marketing it makes the campaigns more retro as well. As brands marketing teams play into the marketing schemes that were made when the original items were introduced.
Encourage Repeat customers
Once you’ve bought something once, unless you love it or need to replace it you are highly unlikely to repurchase it. Unless there have been adaptions made to it. It’s a smart way to boost sales from brands and give the customer a new version of something they love. Same concept, whole new design.
This is especially relevant if a brand has proven their credibility in the products designs and are recognised for the specific product being made.
Capturing the attention of social media
Fashion is highly influenced by and through social media. It is even the driving point of many fashion trends. From the legendary clips of the yearly Victoria Secret runway show to a popular influencer doing a clothes haul, the online presence of fashion can make or break pieces of clothing.
It makes it easier for people to grab inspiration. Especially from older looks from the 70’s, 80’s and 90’s. They can pull classic items distinct from these eras and combine them together to create one perfect nostalgic look. Something that couldn’t particularly be done in the early 2000’s because social media was still in its early stages.
Social media has a way of taking something and making it better and the classic items of clothing being modified to suit the modern trends shows no boundaries. Even the older generations that originally rocked these items can find themselves drawn towards the looks.
The fashion industry will continue to take something popular but old and make it brand new. It is not only a business strategy from brands, but it is also a product of creative ambition from young stylists wanting to revive a classic look. Usually influenced by images online or even through watching classic films. Films like The breakfast club and Pretty in pink depict 80’s fashion perfectly and hold a certain characteristic that modern clothing just doesn’t seem to be made with. Whether this is down to trends evolving too fast or just the new shift in the fashion market.
Fashion has proven itself to be something that can stand the test of time, and no look cannot be revamped into a modern masterpiece. Which era do you think is influencing the fashion modified looks the most?